AAUP Webinar: Sales Data in Acquisitions

AAUP Webinar: How to Use Sales Data in Acquisitions from AAUP on Vimeo.

Presented: Thursday, March 12, 2015
Time: 2:00PM EDT (duration 90 minutes)

This webinar was aimed at new and middle-career acquisitions editors to provide strategies for greater implementation of sales analysis in their decision-making. The panelists discussed ways for acquisitions editors to engage with sales data as a way of predicting performance for future titles and to inform long-range list building and evaluation.

·      What are the resources used to obtain previous sales data? What sales reports and figures do AEs examine on the weekly, monthly, and yearly level (gross margin, rate of sale, unit cost, returns)? Is it only internal to the UP or do comparative titles at other houses and/or authors' previous sales histories inform the decision?

·      How are those data interpreted to help inform an acquisition decision? (What fields or data points are important?) Are there other sources of revenue considered that aren't present in the sales data (digital income, e-books, rights)?

·      What are mediating factors that inform and impact the decision to acquire a title, beyond sales figures (awards, contribution to the discipline, campus alignment)? What is the balance between content (scholarly mission) and data (the need to break even financially)? What are the limitations of sales data in making acquisitions decisions?

John Byram, Director, University of New Mexico Press 
Dennis Lloyd, Deputy Director for Sales, Marketing, and Acquisitions, University Press of Florida and Director Designate, University of Wisconsin Press

Gianna F. Mosser, Acquisitions Editor, Northwestern University Press (Moderator)